Yes, the NSFW-ish photos (seen below) are certainly sexually suggestive. There's a collage of cleavage (both breast and butt), Kendall Jenner squeezing a grapefruit, a model sticking her hand in her undies and actress Klara Kristin flashing the camera from an upskirt POV. (We won't attempt to unpack the meaning behind the goat.)

But with nudity being such a large part of social media (both the visualization of it and the discussion around it — see #FreeTheNipple), not to mention the ubiquity of celebrities appearing nude on magazine covers, are these ads really that controversial?

"You're now one click away from every sex act imaginable for free. And so it's just passé at this juncture," Scott Flanders, Playboy's chief executive officer told the New York Times in October 2015 about the magazine's decision to no longer feature women fully nude, further highlighting society's ever-increasing blasé attitude toward exposed genitalia.

In 2016, it's not out of the ordinary to walk past a newsstand and see someone posing sans clothing on the cover of a magazine — and that's not a bad thing.

Something even more prevalent than naked magazine covers? The amount of body parts seen on both Instagram and Twitter feeds. Whether it's a #gymselfie or #bikinipic, our generation has become obsessed with finding as many ways as possible to post a nude picture. (Sup, Bieber?)

Why, you may ask? Just as with the Calvin Klein ads, it's likely to turn some heads.

Another reason these ads shouldn't be half as mind-blowing as some publications are making them seem? This is hardly the first time that Calvin Klein had has highly suggestive ad campaigns — nor will it be the last.

The brand's first major ad controversy occurred in 1980, with then-unknown 15-year-old Brooke Shields appearing in a now-infamous jean campaign with tagline, "You want to know what comes between me and my Calvins? Nothing." The ad was effectively banned by networks including CBS and led to the Justice Department launching an investigation into the brand's exploitation of young models, according to Ad Age.

When the brand wasn't being called out for its usage of underage models, it was making headlines by way of insinuated orgys, and, in 2015, was accused of photoshopping Justin Bieber's washboard abs — the nerve.

Insinuating masturbation and writing "I pulse in my #calvins" in the latest campaign is sexual, no doubt, but is it controversy-worthy? Only if sex and butts are still considered taboo or inappropriate subjects in 2016, which, come on people, are you watching Game of Thrones?

The new CK ads are sexy, sure — but nothing will ever get spines tingling quite like Calvin Klein's iconic Mark Mark ads.